Miniso, a Chinese retailer and variety store chain, opened its first store on the east coast in New Jersey.

The Japanese-inspired lifestyle brand opened on September 3 at Cherry Hill Mall in Cherry Hill.

Miniso offers housewares, daily life products, health and beauty supplies, fashion accessories, digital products, food and toys. The brand has collaborations with Marvel, Disney, DC Comics and Minions.

The new store is located on the lower level of the JCPenney Wing Mall. It is neighbor to T-Mobile and Journey’s Underground.

“As we are optimistic about the long-term resilience of the US economy, we are investing in it by doubling our expansion plans in the country,” said Miniso vice president abroad, Vincent Huang. “The Cherry Hill store is just the start.”

There are plans to open nine more stores on the east coast by the end of the year, but the locations are unknown at this time.

Miniso opened its first US store in 2017 in California. Since then, the company has opened 37 places across the country.

There are currently over 4,200 Miniso stores in over 80 countries.


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